The International Make-Up Artist Trade Show (IMATS) is the world’s largest celebration of make-up artistry. Before IMATS, there were no trade shows specifically for make-up artists, although the demand was there. IMATS made its 1997 debut in Los Angeles; today the show is held five times annually: Los Angeles, New York City, London, Toronto and Atlanta. Thousands of make-up artists, vendors and enthusiasts discuss, display and collect the latest products. Guests come from around the world to meet other professionals, learn new techniques and get updates on the latest products. Industry leaders (including Oscar and Emmy winners) conduct classes and demos at IMATS, and new products debut there.